Social media advertising refers to paid ad campaigns undertaken on social networks. Like other forms of advertising, social media advertising endeavors to reach target audiences through the vast ocean of social media. Advertisers and marketers can use popular social media networks to advertise their companies and encouraging purchases.
We can say that paid ads on social media are an extension of digital marketing, but slightly different rules and a different environment depending on where you’re advertising. It’s nothing like running print ads. It’s not precisely like cold-emailing prospects. Nevertheless, social media has widened the road and narrowed some opportunities for digital marketers because social media is 100% user-centric.
It is becoming increasingly difficult to get your message seen on the internet as user attention is becoming increasingly scarce. Social media advertising has a significant impact since it helps you reach out to your target audience at different phases of the purchase process. For example, a B2C brand can undertake a brand awareness campaign with social media advertising to generate some much-needed pre-buzz before going live with a completely new product.
Similarly, a B2B company can use remarketing efforts on social media to re-engage people and sell high-ticket items. Again, with extensive targeting possibilities, social media advertising outranks traditional advertising.
Traditional advertising uses a carpet-bombing strategy, in which brands bombard as many individuals as possible with commercials, regardless of whether they’re interested or not.
On the other hand, social media allows marketers to connect with ideal customers based on their psychographics, demographics, location, and behavioral characteristics/traits. Therefore, digital marketers should ideally build their customer avatars first before running any ad on Instagram or Facebook.
A successful social media advertising campaign has several components.
1. Campaign Blueprint
The ad campaign’s essential details are outlined in the blueprint. The campaign blueprint includes the campaign’s name, current inspirations/ideas, facts (such as the campaign’s purpose and goals, how it will assist your firm in achieving its goals, etc.), hashtags, and any other relevant information.
2. Campaign Goals
What are you hoping to accomplish with this campaign? Below are some common goal ideas:
a. Raising brand awareness
b. Increasing social media followers
c. Increasing sales
d. Increasing website traffic
e. Increasing shop visits
Quantify your goals/objectives, so you can track the relevant indicators and assess the campaign’s return on investment.
3. The Target Audience
When selecting the correct target audience, be as exact as possible. Investigate the statistics portion of your social media accounts/pages to learn more about your followers and the types of content they prefer. To find the most relevant attributes and traits, look through your buyer personas.
Remember to test campaigns on various platforms to see who you can reach out to, based on filters used to define your business’s target demographic. The majority of social media platforms provide an estimate of how many people you can reach with a social media ad campaign. Adjust these attributes as needed to avoid being too broad or too niche while targeting.
4. Campaign Creatives
These refer to content like images and videos. The creatives for your campaign should be created with the target audience and the platform’s advertising guidelines in mind.
On Facebook, for example, visuals containing a high volume of text will not work well and may even be banned by the system. Facebook cares too much for its user experience metrics to sacrifice the former for ad dollars. Facebook’s priority is to keep people on the site by making Facebook a mostly enjoyable experience. Adding too much text to Facebook ads can be distracting and can dampen the individual experiences of users.
It’s a good idea to tailor creatives for each social channel. And to improve performance, you’ll need to run split testing for visuals and copy.
5. Platforms for Social Media
YouTube, TikTok, Snapchat, Pinterest, Instagram, LinkedIn, Twitter, and Facebook are the leaders of today’s social media advertising landscape. However, these platforms cater to different demographics. Pinterest, for example, may not be the right platform for B2B companies, and consumer goods ) companies may not be able to run great awareness campaigns on LinkedIn. This is where social media management services can help by helping you select the appropriate social media networks that can assist you in determining the budget, ad format(s), and campaign messaging for each platform.
6. Campaign Budget and Metrics
To accurately track your ROI, it is helpful to divide your campaign budget into two brackets. For example, if you’re dealing with a social media ad agency, keep their fees separate from your overall budget.
Payments to third-party vendors such as video editors, graphic designers, direct-response copywriters, and cash spent on stock video and pictures, and subscriptions to web apps and other software should be included in one bracket.
The money you’ll pay your chosen social platforms should be added to the other bracket – the ad budget.
Deciding on an ad budget might be difficult, especially if you’re a newbie, so here’s how to figure out how much money you’ll need to run advertising. Let’s imagine you want to run a lead-generating campaign to produce 50 leads.
According to your research, the cost per lead (CPL) on LinkedIn is $20. As a result, the campaign’s beginning budget would be $1000. You can slightly increase the ad budget due to the unpredictability of the bidding process. Keep modifying the bid as you run the campaign to get the most out of your ad budget.
You’ll be able to view your campaign’s performance in its entirety once it’s over. Campaign success is measured in profile clicks, content shares, follows, likes, engagement, and reach. Compare what your campaign has achieved versus the goals indicated in the campaign blueprint.